Amul has been a leading food brand in India since 1946. It started as a dairy cooperative in Anand, Gujarat and is jointly owned by 2.6 million milk producers. Amul products such as butter, milk powder, ghee, cheese, and ice cream are high quality and affordable. The brand is managed by the Gujarat Cooperative Milk Marketing Federation. It has the moppet girl as its mascot and the tagline "The taste of India". Amul has over 50 dairy products and holds the majority market share in categories like butter, milk powder, and cheese in India.

2. Amul products have been in use in millions of homes since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul
Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and
Amoolya have made Amul a leading food brand in India. Today Amul is a
symbol of many things. Of high-quality products sold at reasonable prices. Of
the genesis of a vast co-operative network. Of the triumph of indigenous
technology. Of the marketing savvy of a farmers' organization. And of a proven
model for dairy development. It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by some 2.6 million milk producers in
Gujarat, India.

5. Name
Character/
Mascot Logo
Brand
Element
URL Tagline/
Slogan
Jingle
1. Brand Name: “Amul” is the acronym of Anand Milk Union Limited.
2. The Logo:
3. The Tagline / Slogan: “The taste of India”
4. The Jingle: Utterly, butterly, delicious…..Amul.
5. The Character / Mascot: The Amul moppet has been the mascot of Amul
since 1967, sporting a young girl in red polka dot frock with 'utterly butterly
delicious’ jingle.
6. The URL: www.amul.com

11. •Amul pure ghee •Nutramul
•Amul •Amul shakti
•Amul cooking •Amul ice cream
pasteurized health food
butter •Amul Shrikhand
processed cheese drink
•Amul malai paneer •Amul mithai
•Amul cheese
•Utterly delicious gulabjamun
spreads
pizza •Amul chocolates
•Amul emmentel
•Masti dahi •Amul lassi
cheese
•Amul basundi
•Amul pizza
mozzarella
cheese
•Gouda cheese

12. •Margarine •Amul kool •Amul spray •Amul fresh milk
Amul butter milkshake infant milk •Amul gold milk
•Amul lite •Nutramul food •Taza double toned
•Delicious energy drink •Amul instant milk
table. •Amul kool full cream •Amul lite slim and
flavoured powder trim milk
bottled milk •Sagar •Amul fresh cream
•Amul Masti skimmed milk •Amul shakti
spiced powder toned milk
buttermilk •Sagar tea, •Amul
•Amul kool coffee whitener calciplus
thandai. •Amul dairy
whitener

17. Category Market share Market position
Butter 85% 1
Milk powder 40% 1
cheese 50% 1
Ice- cream 24.75 2
Sweets 50% 1
Chocolate drinks 90% 1
chocolates 10% 3

19. Farmers
Village Village Local Milk Sold to
Cooperative Cooperative Restaurants/Other Village &
Societies Societies (with Milk related Local Residents
(without Chilling Chilling Units) businesses
Units)
Network Milk Processing Chilling Plants
Services Union &
* Veterinary Warehouses
Services
* Animal Warehouses
Husbandry
* Animal
Feed Factory
* Milk Can Wholesalers/C&S
Producers
* Agriculture Retailers Home Delivery
University Contractors
* Rural Mgmt
Institute
* Trucking CONSUMERS CONSUMERS
Facilities

24. • AMUL sponsored the Singing Competition AMUL Star
Voice of India, Amul music ka maha mukabla